Aiya Terroir from Hiroshima's Fukuyama Announces New Line 'THE TERROIR,' to Exhibit and Host Workshop in Berlin

Aiya Terroir (headquartered in Fukuyama, Hiroshima Prefecture; representative: Kenta Fujii), which oversees the entire process of natural fermentation indigo dyeing—from indigo cultivation and sukumo (fermented indigo leaves) production to dyeing—will launch its new line 'THE TERROIR' on Monday, June 15, 2026.

The new logo, corporate website, and new products will be unveiled on the same day. Additionally, the company plans to participate in an exhibition and host an indigo dyeing workshop in Berlin, Germany, in June.

Background of the Rebranding

Since its founding in 2019, we have operated a fully integrated production system for Japan’s traditional 'natural fermentation indigo dyeing' technique, managing every step from indigo cultivation to sukumo production and dyeing, primarily focusing on dyeing OEM services.

Representative Kenta Fujii was deeply inspired by the unique indigo color he encountered in Tokushima Prefecture, which led him to study indigo dyeing techniques there.

Originally starting from a different industry, we now cultivate indigo in the mountainous region of Fukuyama, Hiroshima Prefecture, and oversee the entire process from sukumo production to natural fermentation dyeing.

Fukuyama is known for Bicchu kasuri textiles and denim production. Here, we have collaborated with brands across various fields—not only apparel but also architecture and lifestyle—through dyeing OEM and joint projects.

In recent years, a new community centered around indigo has gradually emerged, with students and practitioners from Japan and abroad visiting for internships and training, drawn by fermentation, agriculture, and indigo (indigo) as living materials.

We have also been featured in 'THE NEW JAPAN,' a regional culture media edited by NOT A HOTEL, indicating that our work is being recognized beyond the context of traditional crafts.

This rebranding initiative aims to more clearly communicate the values and activities we have cultivated over the years to society.

About 'THE TERROIR'

Representative Kenta Fujii

TERROIR refers to the 'distinct characteristics and personality of a place.'

Climate, water, soil, and the people who live there—these elements combine to create unique colors and flavors that can only emerge in that specific location. We believe indigo dyeing is closely related to this concept.

'THE TERROIR' is a new line that explores the relationship between land and people through the material of indigo. We view indigo not merely as a 'color,' but as a medium that reflects the terroir and activities of a place.

Logo Design

THE TERROIR

While terroir is often discussed in terms of natural environment, we believe human activities, accumulated time, and the resulting history and culture are also essential elements that shape a place’s uniqueness.

The new logo incorporates various elements—soil, water, human activities, microbial actions—coming together organically and inevitably, giving rise to a unique color from invisible processes.

This design embodies such vitality and complexity.

About the Team

For this rebranding, new members from diverse fields—including editors, graphic designers, and photographers—have joined the project.

Centered on practices such as indigo cultivation, sukumo production, and natural fermentation dyeing, we aim to more carefully convey the landscapes and values behind these activities.

Just as terroir is shaped by the interplay of soil, water, and human activity, this project is also formed through the convergence of diverse perspectives and techniques.

Future Plans (Exhibition in Berlin, Germany)

Last year's exhibition in Berlin

In conjunction with the launch of the new line 'THE TERROIR,' we will host an exhibition and indigo dyeing workshop in Berlin, Germany.

In June 2026, we plan to participate in 'THE UNION BERLIN SS2026,' a fashion and lifestyle trade show in Berlin. Through previous exhibitions and workshops in Korea and Berlin, we have continued dialogues across cultures through indigo. We have also confirmed participation in an exhibition in Canada this summer, with pop-up stores planned in Toronto in August and Vancouver in September.

At this exhibition, in addition to showcasing 'THE TERROIR' products, we will introduce Aiya Terroir’s integrated approach—from indigo cultivation and sukumo production to natural fermentation dyeing.

We view this exhibition as an extension of our ongoing experiment: how indigo dyeing, cultivated in the mountainous region of Fukuyama through engagement with soil and fermentation, will be received in different cultural contexts.

Venue and Schedule

June 21 (Sun) – 23 (Tue), 2026

Kühlhaus Berlin

Luckenwalder Straße 3

10963 Berlin, Germany

Company Overview

Company Name: Aiya Terroir

Representative: Kenta Fujii

Founded: March 2019

Location: 3410 Yamanomachi, Fukuyama City, Hiroshima Prefecture

Corporate Website: https://the-terroir.jp/

Online Store: https://terroir-japan.com/

Contact for Inquiries

Aiya Terroir

Email: aiya.terroir@gmail.com

Tel: 080-2905-8845